Adam Sand cut his roofing business's cost per lead from $1,000 to $250 and hit a 50% close rate by rebranding around a military theme. He renamed installers "master sergeants," called products "bunker buster," and mapped every customer touchpoint with operation-style language. Customers engaged more, replied with "roger that," and referred friends.
In 2017, 2019, 2020, I was paying $250 a sale as opposed to $1,000. Yeah. Now guys closed at 50%. Like they walked in and people wanted to buy from us and it made the sales guys' jobs easy. Just like Savannah Bananas, thinking about all of the touchpoints. Think about when does a customer interact with us? But what we did was we made everything military-themed. Our installers, we called them like you were a master sergeant when you were the foreman of a roofing crew. Our ring shank nail was called like a bunker buster. We gave the product white label names that were military themed. So if we were working with you, we'd be like, attention, Operation Venture is a go. Crews are en route, deployed to your sector to install your weather defense system. And they'd be like, radio static, over and out. And people would write emails back like, roger that. Like they would engage on that military theme. They felt like they belonged to something. If you were the military, you wanted to buy from Sergeant's Roofing because it felt like something that you would tell your friends about.
